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1、ThefailureofAMWAYCorp'smarketingstrategyinChina3mai2006WHATISAMWAY?AmwayCorporationwasfoundedin1959inAda,Michigan,USA,bytwoentrepreneurs?Intheirfirstfullyearofbusiness,Amway'ssalesweremorethanhalfamilliondollars?Theirconceptforaninnovativebusinessopportunity,centeredaroundperso
2、n-to-personmarketing,establisheditselfasaleaderamongoneoftoday'sfastest-growingindustries?Today,morethan3.6millionindependentbusinessownersdistributeAmwayproductsinmorethan80countriesandterritories?Indeed,theAmwayBusinesscanbefoundinAmericas,Europe,SouthAfrica,GreaterChina,Kore
3、aandSouthEastAustralasia?Amwayoffersacompleterangeofproductsforhomecare,laundrycare,personalcare,skincareandcosmetics,nutritionalsupplements,hometechandfragrances?ANALYSISOFTHESLEPTFACTORS:Marketentrybarriersarecriticalfactorsthatinfluenceentrydecisionsandafirm'sperformance?Int
4、hecourseofinternationalexpansion,afirmencountersnewfactorssuchasnewgovernmentregulations,newlegalandfinancialsystems,newcultures,newlanguages,greaterdistances,newmodesoftransportation,currencyexchangeratesandtheirvagaries?TheenvironmentalinfluencesoninternationalmarketingthatAm
5、waymustconsider:?Economic:Fuelledbyforeigndirectinvestments,China'seconomyisbeginningtodominatetheAsianeconomiclandscape?Indeed,Chinaspringspasttigernations?IthashadpositiveGDPgrowthinthelastfiveyears,whileotherAsianeconomieshavestalled?China'seconomyisgrowingatarateofabout8per
6、cent,thefastestinAsia?Itmeansthatthiscountryiscertainlyprofitable?ButAmwaymustaskitselfifthemarketdemandisimportantandifitwillbecompeti廿ve.Indeed,Chinaisanemergingeconomybutadualeconomytoo,withawealthyurbanprofessionalandapoorcountrypeople?Thegapbetweenrichandpoorhasgrownalmost
7、asfastasoverallincome,meaningthatinequalityisincreasingnearlywiththecountry5sdevelopment?Therearehugeincomediscrepanciesthatareemergingwithinsocialgroupsandbetweenregions?TheChinesemarkethasattractedforeigninvestorsbecauseofitshugesizeandmarketpotential.SomepredictthatChinawill
8、becomeinfewyearstheworld5slargesteconomybutthatcouldfa
